1 UM-ReadMe.ppt Some Basic Concepts Baby Steps... Section III

2 Defining Media Planning Media Planning consists of a series of decisions made to answer the question for advertisers : `What is the best means of delivering advertisements to prospective purchasers of my brand or service ?’

3 UM-ReadMe.ppt Medium A channel of communication available to reach the audience Consists of a number of vehicles (Programmes or publication etc.) E.g.. Television, Press

4 UM-ReadMe.ppt Vehicle Single option within a medium available for communication with defined audience segment E.g.. India Today Chitrahaar Star News Cosmopolitan

5 UM-ReadMe.ppt Target Audience The audience chosen for the purpose of targeting the message as against the population as a whole – Primary TG – Secondary Audience

6 UM-ReadMe.ppt Demographics It is a way of describing audience based on factors such as, age, gender, education level, town class, Income class etc..

7 UM-ReadMe.ppt Psychographics It is a way of describing audience, based on their life style, attitudes, aspirations, habits including consumption etc.

8 UM-ReadMe.ppt Profile It is the description of audience whom with to focus our communication

9 UM-ReadMe.ppt Reach Defined as the number of individuals reached or covered through a message or campaign Could relate to – a medium or media – a plan Reach is a form of audience accumulation. it measures how many different households or audience members were exposed at least once to one or more media vehicles over a period of time. Measure of message dispersion, indicating how widely the message may have been received. ( usually 4 weeks to represent 1 purchase cycle ) Expressed as a raw number or as a percentage of some universe. audience reached at least once Net Reach = x 100 Total audience

10 Reach

11 UM-ReadMe.ppt Penetration It is the coverage or reach expressed in percent form, mostly with respect to a vehicle or medium

12 UM-ReadMe.ppt Opportunity to See (OTS) Is the chance created for an individual or group of individuals to see a message. It is like an exposure

13 UM-ReadMe.ppt Gross OTS (GOTS) A simple aggregation of OTS generated either through the same vehicle or across vehicles with one or more insertions

14 Gross OTS / Gross Impressions

15 UM-ReadMe.ppt Average OTS (AOTS) A notional concept It is the average number of times that each audience reached is supposed to have received opportunities to see Gross OTS = AOTS Reach

16 Average frequency / Average OTS Frequency is a companion statistic to reach which tells the planner the average number of times that audience members were exposed to programs or magazines or newspapers within a 4 week period. Measure of repetition indicating to what extent audience members were exposed to the same vehicle or group of vehicles. GRPs or total duplicated audience Frequency = Reach

17 Average frequency / Average OTS

18 Effective frequency & Effective reach Effective frequency The amount of frequency or repetition necessary for advertisements to be effective in communication. The amount of frequency required to convert a prospect into a customer. Effective reach The % of audience reached at the above mentioned effective frequency

19 The essence of effective frequency Different consumers exposed to different levels of advertising, therefore average frequency not a good measure. If the objective is to build 70 % brand awareness, how much repetition is required. No one correct answer Differs from task to task Differs from brand to brand Differs from time to time. Each agency has its own method of calculating this based on past experience and judgment.

20 Effective reach & frequency

21 UM-ReadMe.ppt Exposure It is the happening of a person sighting/hearing a piece of communication Different from OTS

22 UM-ReadMe.ppt Strategy It is a set of planned activities which are supposed to lead towards achieving the objectives

23 UM-ReadMe.ppt Readership A measure of popularity of a publication (as to how many read that publication) Average Issue Readership - is the estimated number of those who have read any issue of the publication within a specified time interval, which is equivalent to the periodicity of the publication (Readers thru’ anyone issue) Claimed readers - the estimated number of those who claimed to have read the publication with a frequency other than 0 (A.I. Readers + Others)

24 Circulation Vs readership Circulation Measured by the Audit Bureau of Circulations ( ABC ) on an on-going basis with results reported every 6 months Copy count. Number of copies sold Not possible to identify / profile the buyer. Readership Measured by independent periodic surveys ( NRS ) Measures the number of people who actually read the newspaper. Possible to profile the consumer.

25 UM-ReadMe.ppt Solus Readership Periodicity specific Sole readership of a daily is the number of individuals who read that daily and no other daily (“Minimum” loss by dropping a vehicle)

26 UM-ReadMe.ppt Duplication The proportion of Readers of one publication who are also readers of another publication AABB AB = Duplication

27 UM-ReadMe.ppt Television Rating Point (TRP) or Television Audience Rating Points (TARPs) Percent of audience who view a particular programme

28 UM-ReadMe.ppt Television Viewer Ratings (TVRs) Percent of Audience viewing a particular programme weighted on time spent viewing the same

29 UM-ReadMe.ppt GRPs Essentially a TV concept It is the sum total of rating points across programmes, across channels Eg.

30 UM-ReadMe.ppt Channel Share Essentially a TV concept % of time spent by the audience on that channel of the total time spent on TV viewing in that period Man Minutes on Channel 1 X 100 Man Minutes on TV

31 UM-ReadMe.ppt Evaluation Normally referred to the assessment of a plan delivery

32 UM-ReadMe.ppt Cost per Thousand (CPT) A measure of efficiency It is the relationship of cost of a vehicle to the audience delivered by it Expressed as Cost / Audience corrected to the thousands

33 UM-ReadMe.ppt Cost per Rating Point Cost that we pay to get one rating point. Cost GRPs Rs. 50 L 500 GRPs = CPRP Cost GRPs (normalised to 10”) Rs. 150 L 500 * 3 = CPRP

34 UM-ReadMe.ppt Efficiency It is the better level of achievement of a task

35 UM-ReadMe.ppt Effectiveness Makes the difference between achievement and non-achievement

36 UM-ReadMe.ppt Household A household consists of either one person living alone or a group of persons commonly staying together and sharing food from the same kitchen

37 UM-ReadMe.ppt Chief Wage Earner (CWE) The member of the family who makes the highest contribution to the household income

38 UM-ReadMe.ppt The SEC grid - Urban SEC A1+ (A1, 10,000+ MHI)